What Walmart Understands About Its Customers and How You Can Learn from Them (Updated 2024)

Walmart has taken over nearly every shopping aspect of people’s lives to the point it’s become a verb. Various groups, pages and blogs exist all over the internet to show how to save money, laugh at some of the outfits people occasionally wear or learn to get the most from your Walmart shopping experience.

Why Is Walmart So Successful?

Walmart has an estimated 10,623 retail stores around the globe and about 380 distribution centers. The number of stores decreased between 2021 and 2023 because Walmart terminated business in Japan and the United Kingdom.

There are many reasons for Walmart’s success, including bulk buying power that translates into lower prices. However, they also understand what their core audience wants and provide it. Through programs, online ads and word-of-mouth, they bring in billions of dollars a year in revenue. Here are some of the things they do you can implement in your own business. 

1. Choose the Right Location

Walmart brick-and-mortar stores tend to be located in busy shopping areas where there are plenty of other trendy brands. It’s common to see names such as Starbucks, Target and popular restaurants like Outback surrounding them. Your location can make or break how many people walk through your doors. 

The most successful stores tend to place their physical locations in areas with high foot traffic or close to those busier areas to attract the most people possible. Those who live in rural areas will drive half an hour or so to get to the nearest cluster of stores to finish their shopping in a single trip. 

2. Create Immersive Displays

Something new Walmart is trying are immersive displays to really pull customers in and give displays the human touch. You might see a small nursery setup with all the elements needed to welcome a new baby. They’ve added QR codes so shoppers can get every item in the setup from the online store. You can repeat their idea with your own displays and QR codes or a card listing what they need to buy to recreate the look. 

Walmart’s display furniture is already assembled, so patrons can see what the finished product looks like and imagine it in their home. 

3. Watch the Attitude

Sam Walton, the founder of Walmart, felt that the attitudes of employees dictated how well the stores took care of customers. Some might argue that Walmart has left behind some of its founding principles, but most managers still wish to create an experience where customers walk away happy.

One way to ensure your employees have a helpful attitude is to offer plenty of training. Send them for fresh customer service seminars and reward those who go above and beyond for your customers. Reward those who go above and beyond to solve problems for customers. People like the better prices they find at Walmart, but they also appreciate a more relaxed shopping experience as well as guarantees should something go wrong with their purchase. 

4. Offer Discounts

People online often shop for the best deal, so if your business is e-commerce, study Walmart’s model carefully. Many people no longer wish to visit a store since the COVID-19 pandemic, so offer alternatives where they don’t have to or you may lose them to a brand that will. 

One thing you’ve probably noticed about Walmart is that they offer falling prices, clearance items and other discounts such as free shipping or store pickup. Look at the discounts your customers are most likely to want and give them what you can afford to. 

One way to move inventory that isn’t selling is to discount it. Try to make your investment back but accept you may not turn a profit. Today, more customers want the best price available and will even set up price alerts to locate the best sale. 

5. Personalize the Shopping Experience

Walmart dipped its proverbial toes in the water of digital shopping early in the online retail game. Today, they track enough data on their customers to offer a personalized online shopping experience. When you visit Walmart.com, you’ll be greeted by name if you’re logged in. The site will also show what you browsed before and offer suggestions based on past buying behavior.

When you place your order, you can choose shipping, pickup or local delivery. Returns are even easier. If you get something in the mail that you’d like to take back, you can take it to your local store for a return without having to wait around. By offering a strong omnichannel experience, Walmart pulls ahead of many competitors.

Consider the various touch points where users interact with your brand. Work to make the movement from one medium to another seamless and consistent.

Add Little Details

Think about the little touches at Walmart, such as the big signs indicating sales or the yellow stickers to draw attention. How can you tap into the use of color and signage to draw attention where you want it to go? Walmart stores are also brightly lit with tall ceilings. How can you repeat this look in your own brick-and-mortar store, even if just by using mirrors and lighting to improve the space?

With a little effort, your business can understand customers and what they want most. You can also implement some of the things that work best for Walmart and see how they translate to your audience.